No matter what industry you're in your customers are on a buyer's journey. The buyer’s journey is how companies convert followers into leads, and eventually into customers. The buyer’s journey can be looked at from two different perspectives: from the customer and from the provider. Many companies such as HubSpot and McKinsy have defined different ways to talk about the buyer’s journey from each perspective. From the provider’s prospective it is often referred to as attract, convert, close, and delight.
When considering the buyer’s journey from the customer perspective, while eventually they’re looking to buy, much of the content they will access will be aimed at getting their attention for your products or services. At The Spur Group, we look at the buyer's journey in three stages: research, consideration, evaluation.
- Research stage: This stage is all about recognizing that there is a problem and attempting to diagnose it.
- Consideration stage: After the problem has been diagnosed, the customer is looking at the various ways they can solve their business challenge.
- Evaluation stage: Following the review of possible solutions, the customer is ready to select the solution that best meets their needs.
In order to attract customers at every stage of the game, it’s imperative that you have content to support your company’s claims.
We’ve seen 3 key content offerings for each stage of the buyer’s journey be successful.
- Blog: Enables potential customers to see your thought leadership. Blogs are often the first point of contact customers have with a company and it is imperative to show expertise and credibility right out of the gate.
- Datasheet: Delivers the high-level facts and feature specifications of your product or solution. Intended to quickly educate customers on technical characteristics as well as encourage customers to ask for additional materials or time with experts.
- Whitepaper: Provides an in-depth view of your product or solution in the context of a specific business challenge.
- Business Decision Maker (BDM) presentation: Presents information about a product or solution to address specific business challenges. We find that these presentations enable sellers to lead compelling business-value conversations with customer decision makers.
- Technical Decision Maker (TDM) presentation & solution graphic: Displays information about your product or solution, addressing specific features that tackle business challenges to technical decision makers. Includes a solution graphic that visually outlines how your product or solution works. As we mentioned in a previous blog, TDMs are looking for more details on the technical features of your product or solution. A TDM presentation and solution graphic allow TDMs to see the big picture and drill into what interests them.
- Demo: Shows key stakeholders how your product or solution works. Often times demos can move buyers though the buyer’s journey much faster as they can see exactly how your product or solution will impact their business in a positive way.
- Customer evidence: Proves your company’s credibility, which helps buyers trust your claims.
- ROI Calculator: Demonstrates how your product or solutions fits into a prospective customer’s budget and the benefits they’ll receive from investing in your company.
- Objection-Handling Guidance: Arms sellers with the right language to successfully sell a product or solution to prospective customers.
Closing a deal, from the provider’s perspective, requires more finesse through pricing details and negotiations than it does content that can be created ahead of time and for a broader audience.
Contact us at thespurgroup.com/contact-us to learn more about how to win over your target audience.